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a different take on aspirational fashion

Can using different types of models benefit brands? Ben Barry discusses his Ph.D. research in Elle Canada, making a business case for diversity in fashion: women increased their purchase intentions when they saw models who reflected their size, age, and race. Jezebel summarizes, "Barry's research... casts doubt on the age-old theory that people buy things because advertising stokes their insecurities, creating a need that can only be filled by the advertised product. It suggests that advertising can work by inducing in the consumer feelings of affinity for and identification with the people shown in the ad."
posted by flex on May 20, 2012 - 44 comments

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